Heritage Valley FCU Boosts Cards With Website Redesign

Heritage Valley Federal Credit Union is reporting positive response and big returns from its recently redesigned website, which prominently displays the co-op’s credit card offering and an online form for credit line increase requests.

Within the first month of launching the new site, the $71 million credit union in York, Pa., said, it experienced significant increases in new accounts, credit lines, penetration and outstanding balances, including a 350% increase in credit card requests.

“The priority for the new website was to strengthen the presence of credit cards in order to grow the card portfolio,” said Tim Ames, Heritage Valley’s CEO. “We want to enable members more convenient online access to the forms they require, so they can complete their objectives with just a few clicks, submit requests electronically and expedite their banking processes.”

Heritage Valley, which joins a growing number of credit unions stepping up card promotions, is a member of Tampa-based CSCU (Card Services for Credit Unions).

“Heritage Valley is a success story for other credit unions to mirror,” said Ann Farrell, senior portfolio consultant at CSCU. “Our portfolio consulting services team has long preached the importance of making credit cards front and center to show off rates and rewards. We were impressed to learn Heritage Valley had already accomplished these recommendations and as a result is generating significantly more online credit card applications.”

The credit union’s new site features a tab to highlight Heritage Valley’s credit card offering.

Now – with one click – members are prompted to apply now, use a loan calculator or complete a credit line increase form. Soon the site will also include an online balance transfer form, the credit union said.

“Not every member thinks of credit cards as a loan, so it requires a separate, dedicated tab,” Ames said. “The added functionality makes it easy for members to bank online without the need to enter a branch for every transaction.”